In recent years, China's Zhejiang province has been working on its branding strategy. In the foreign trade sector, a project called "Quality Zhejiang products, marketing across the globe" has been carried out, relying on its self-owned brands to expand the international market.

The news of Chinese consumers rushing to purchase toilet lids and electronic rice cookers overseas has hit the nerve of China's light industrial enterprises. With years of innovative development, China's light industry has upgraded in multiple levels and diversified ways. Many Chinese household articles have started entering the mid- to high-end global market.

The 28th East China Fair (ECF) has rented about 13 to 14 exhibition halls of the Shanghai New International Expo Center. Its total coverage reaches 123,600 square meters, approximately 2,700 square meters larger than last year, and the booths total 5,707.